Pinterest, a social networking service, in which users ”pin” inspiring pictures to their own pinboard, has grown over three years and was also briefly the fastest growing social networking service ever. The potential of Pinterest was hugely hyped about last year, but after the early hype, conversation has dulled down quite a bit, even though it is still a great place for many brands. In October Pinterest told about their pilot plans to make paid advertising possible.

International brands seem to have more activity on Pinterest versus local Finnish brands. Globally, Pinterest has 70 million users (SemioCast 7/2013), while in Finland the number of unique visitors is estimated to be slightly over 100 000 (comScore February 2013).

In Finland, Tikkurila has taken advantage of Pinterest to direct traffic to their website, where plenty of good content can be found for painting and home improvement.

tikkurila

Finnair: vacation spots and Finland.

FinnairPinterest

Marimekko: design products and fashion shows.

MarimekkoPinterest

Iittala and stylish living.

IittalaPinterest

Tulikivi brings warmth to life with an extensive photo collection consisting of everything from Christmas pictures to stunning homes.

TulikiviPinterest

If a good picture concept or other visual material already exists, then Pinterest could be a great place to share and let others share and add pictures of your brand to their collections. Although Pinterest can not be exploited in a mass media way like Facebook, it is very reasonable to take advantage of it, especially if your brand's target groups can be found globally.